NIKE - FOOTLOCKER GRAPHIC T-SHIRTS
Concept & creative direction by Kelvin Govey.
Illustration by various artists.
The following is a series of t-shirts created for Footlocker Europe and their consumers, known as Grafikas. These designs appeal to kids who love graphic art and illustrations, often featuring their favourite footwear and brand logos.
I collaborated with leading contemporary artists worldwide to develop content that resonated with the target audience, incorporating best-selling sneakers and current cultural references. This program was a first for Footlocker and became their most successful t-shirt program ever.
Building on this success, Nike Asia adopted the t-shirts for their trend and energy program, marketed as "Sport Is Art." The collection was launched in pop-up stores across key Asian cities. Where it quickly gained traction among young, style-conscious consumers.
Nike Asia - "SPORT IS ART" - Retail Energy Campaign
"SPORT IS ART" Web Advertisement 1
"SPORT IS ART" Web Advertisement 2
"SPORT IS ART" Web Advertisement 3
"SPORT IS ART" Web Advertisement 4
"SPORT IS ART" Web Advertisement 5
